Eli Lilly has partnered with fashion guru Tan France, known to many as a star of the hit Netflix series “Queer Eye,” to front the “Changing the Thread Collection,” a campaign for its obesity medication Zepbound (tirzepatide).
The aim of the campaign is to shift the narrative around obesity away from shame and stigma, and toward real stories of resilience, science and lived experience.
Lilly explained that the campaign is the “first collection of its kind featuring clothing as a canvas for sharing the science, the struggles and the accomplishments along an obesity journey.”
The initiative creates a physical and digital collection of garments, from scrubs to swimsuits, each embroidered with personal stories from individuals living with obesity.
France explained that clothing, for many people with obesity, becomes less about self-expression and more about hiding or navigating judgment.
“So many people with obesity use clothing to hide from bias and judgment,” said France in Lilly’s news release announcing the campaign. “Over time, that bias and judgment can become internalized and negatively impact what they choose to wear.”
“I’m an advocate for every body,” said France. “By challenging stereotypes and embracing science, we hope to create space for people to have the opportunity to seek obesity care without fear.”
The collection invites viewers to look “thread by thread” at the lived experience and the science behind obesity treatment.
Lilly says the campaign “is part of a movement designed to help change the narrative around obesity” by sparking conversation through the art of clothing.
Together, the company hopes to use the power of art and science to share stories of real Zepbound patients and to “retell the story of obesity — helping to unthread the stigma and bias and replacing judgment with openness and understanding.”
The campaign will feature an immersive live-experience event that will kick off in New York City, November 14-15 at 13 Crosby Street, as well as a digital multimedia hub at ChangingTheThreadCollection.com.
Obesity is regarded as a chronic disease with complex metabolic, hormonal, behavioural and environmental contributors. Yet in public discourse, it is too often treated as a matter of individual willpower.
Weight stigma is pervasive, in media, healthcare settings and everyday life, and has been shown to undermine treatment seeking, worsen mental health outcomes and even reduce efficacy of interventions.
France said he partnered with Lilly to be a part of Zepbound’s “Changing the Thread Collection” because he’s “always believed that clothes tell a story.”
However, he explained that “for many people on a weight loss journey, their clothes tell a more complicated story, one shaped by the challenges of living in a world where size can lead to bias and judgment.”
The website has videos, including a video featuring France speaking to a Zepbound patient and style influencer named Nita Danielle about her struggles with obesity. “I think a lot of it comes down to ignorance. People don’t understand that obesity is a disease just like asthma or diabetes,” she said.
France is not a user of Zepbound, but he said, “This campaign spoke to me because I’ve seen people I love face weight stigma. It’s why I’m committed to helping change the narrative through education, community and support.”
The website also showcases short films where people living with obesity share “untold stories” anchored to a single garment, such as Antequa’s one-piece swimsuit, Kevin’s scrubs, Matt’s go-to shirt and more.
The site also offers resources and a five-question “What Kind of Threadsetter Are You?” quiz for anyone on a weight journey or supporting someone facing stigma. Each result suggests practical ways to push back on the “choice” narrative, such as calling out myths and offering genuine compliments that help someone “feel seen.”
Zepbound will also be more affordable soon. On November 6, 2025, Lilly and GLP-1 obesity drug rival Novo Nordisk struck agreements with the US government to reduce the cost of their obesity medications. Zepbound will be available at steep discounts through LillyDirect (including a new Walmart pharmacy pickup option), while Medicare beneficiaries are expected to see copays of about $50 once coverage under the deal begins in 2026.
“I know that weight stigma can shape how people living with obesity are seen and perceived. I’ve witnessed it on Queer Eye and within my own family. Everyone deserves to express themselves through clothing, without fear of judgment,” said France in the news release.
“And while treatments like Zepbound, along with diet and exercise, may help to lose weight and keep the weight off, the stigma of obesity often stands in the way. My hope is that campaigns like Changing the Thread Collection can help shift the conversation around weight bias and clothing.”
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